Case study list clean and data building - media client v3 july 2010
Case Study: List Cleaning and Data Building
The Client The client is a large UK media company that has been in business over the last 50 years covering every aspect of consumer, business and customer media. The Business Media division caters to a wide range of industry sectors publishing over 50 business titles. The division is associated with a range of leading websites, online and print business directories apart from holding conferences, exhibitions and events. Challenges The credibility of data listed in the directories published by the client and on the website depends on the quality of their database. In addition, the success of its business directories and events largely depend on such data. Generating data with the highest levels of accuracy is a basic requirement for the client and is a requirement to which they attach the utmost importance. The client approached Merit to enhance accuracy of its database by voice verifying entries listed in its directories and to add to it. The primary challenge was to provide the client with data of highest accuracy standards as anything less would impact the reputation of the publication. Flawed data would affect future business and therefore data quality is the most critical factor to the client. Most publications, specific to certain industry sectors, have found a niche and have significant reputation. The data should therefore be classified carefully under the right industry sectors post verification. Source data supplied by the client was cluttered and was in need of proper classification. Geographical regions in which such directories are published fell under different time zones. Therefore flexibility of workforce to work under different time zones was key to acquiring higher success rates.
The Process The combined strength of a tailor made software application with inbuilt validations to increase data accuracy and the deployment of a thoroughly screened and highly competent workforce guaranteed data of the highest quality. The team performed multilevel data checks, email addresses were pinged and a dedicated quality control team sampled sizable data to deliver an output that was flawless. Merit managers spent considerable amount of time precisely understanding client requirement. This knowledge was transferred to the training team that then worked closely with the front line staff to train them on the nuances of the project. In-depth training combined with stringent quality checks ensured that data classification was perfect and therefore the listings under respective directories were accurate. Merit’s operation that runs 24X7 gave the flexibility to operate in different time zones leading to higher contact rate that resulted directly in a higher success rate. Benefits to the Client Outsourcing meant a significant increase in productivity, quality, business value, and performance, therefore a better product quality and enhanced customer focus for the client. Merit’s efficient and trained workforce with its prior experience in handling such projects was able to deliver quality output that significantly benefited the client saving time and costs. A flexible workforce and shift operations 24X7 meant increase in contacts that improved results and a higher success rate. Future Gains Meritgroup works with the client collaboratively in achieving better results. The client returns to Merit regularly and has increased the scope of activities outsourced. Outsourcing such non-core activities helped the client concentrate on core activities. Time saved by outsourcing such mundane tasks helped achieve internal deadlines faster. Apart from outsourcing such work for its UK region the client has also outsourced work for its US, middle and far eastern regions. The client now has an exclusive and flexible team that works on different time zones it can rely on.